Become a Drug Dealer
Keep A Child Alive was a brand new charity that spent 100% of donations on buying life-saving medicine for women and children with AIDS in Africa.
We needed to cut through the clutter and predictability of charity advertising to let the public know that a solution to the AIDS pandemic was now within their reach. That they could personally save a life by becoming a drug dealer.
Print driving to becomeadrugdealer.com
On becomeadrugdealer.com celebrity led "cartels" competed to raise the most money for KCA.
On World AIDS Day we held a benefit event called The Pusher's Ball. Alicia Keys hosted the event and performed with Lou Reed, Lenny Kravitz and many others. Guests got their mug shots taken and bought "Drug Dealer" t-shirts that were packaged in evidence bags, then watched the show from seating areas that were set up like drug dens.
We needed to cut through the clutter and predictability of charity advertising to let the public know that a solution to the AIDS pandemic was now within their reach. That they could personally save a life by becoming a drug dealer.
Print driving to becomeadrugdealer.com
On becomeadrugdealer.com celebrity led "cartels" competed to raise the most money for KCA.
On World AIDS Day we held a benefit event called The Pusher's Ball. Alicia Keys hosted the event and performed with Lou Reed, Lenny Kravitz and many others. Guests got their mug shots taken and bought "Drug Dealer" t-shirts that were packaged in evidence bags, then watched the show from seating areas that were set up like drug dens.